Max&Co., the contemporary brand under the Max Mara Fashion Group, is set to unveil its very first fragrance collection next month, following a licensing and distribution agreement with Venetian company Mavive last year. This eagerly anticipated fragrance line is tailored for a younger audience, specifically Millennials and Gen Z, featuring whimsical names like “She Is a 10,” “Morning Can Wait,” and “Good Vibes Don’t Lie.” Each scent embodies the brand’s spirit of diversity, aiming to resonate with the multifaceted personalities of Max&Co. women.
The vision for this fragrance launch aligns closely with the brand’s recent efforts to revamp its identity ahead of its upcoming 40th anniversary. Marco Vidal, founder of Mavive, emphasizes the need to reflect the different sides of the Max&Co. woman through the fragrance offerings. By creating three distinct scents with varying names and colors, they hope to enhance customer choice while increasing visibility in retail spaces. This strategy not only speaks to the diverse target market but also strategically positions the fragrances for better shelf representation in perfumeries.
Collaborating with Mane, a renowned flavor and scent manufacturer, the fragrances on offer harness innovative techniques from their Wellmotion platform, which focuses on the emotional power of scents. Each scent has been expertly crafted to evoke particular feelings; for instance, “She Is a 10” is designed with a fruity and floral profile, while the rich “Good Vibes Don’t Lie” balances various floral and woody notes. Such meticulous crafting demonstrates a commitment to quality and sophistication while maintaining a price point accessible to the target demographic.
In addition to the fragrances themselves, Max&Co. has teamed up with Pietro Terzini, a word artist known for his catchy phrases, to curate the names of the scents. The presentation of these fragrances also reflects contemporary design sensibilities, featuring colorful glass bottles adorned with eye-catching labels. Priced at €48 for the 50ml version and €70 for the 100ml size, they seek to strike a balance between luxury and affordability, addressing the current trends that push selective perfume towards niche, high-end offerings.
The initial rollout will include fifteen Max&Co. stores across Europe, including an exclusive partnership with Douglas, Italy’s leading perfumery chain. This strategic choice provides the brand with a consistent platform for communicating its image and services, crucial for a successful fragrance debut. While U.S. market entry has been postponed due to tariff changes, plans are underway to expand into Asia, specifically targeting markets in China, South Korea, and Japan, following positive responses at trade shows.
Looking ahead, industry estimates suggest that Max&Co.’s fragrance collection could generate approximately €30 million in retail sales during its first year. The brand aims to extend its reach beyond Italy towards markets in Spain, the DACH region, and the Middle East. Although the fragrance landscape currently faces challenges such as slowing growth and emerging competition from niche players and influencer brands, Mavive remains committed to strategic product launches and collaborations to navigate these hurdles effectively. The focus for now will be on nurturing existing projects to achieve long-term success amid a rapidly changing market environment.